Includes bibliographical references and index.

The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring.

The Healthcare Industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, Healthcare Administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.